New Balance – Segmentation


New Balance asked us to take a look at segmentation for the brand’s expansive lifestyle line, to best channel their efforts at market. I led the strategic plan development and directed our well-received 48-page presentation.


We helped the team visualize competitive practices and similarly analyzed New Balance lifestyle product lines.


We made recommendations on how to break down their product line that would play to brand strengths and allow the brand to be effective in creating equity through focus for key consumer groups.


And we visualized how each segment might feel, tuned in product and presentation for its distribution channel, as well as how it could evolve.


Agency: Heckler Associates

Role: Creative and Strategic Direction, Writing